Procter & Gamble Co. revealed today that a fresh face has been selected as the next Mr. Clean.
Mike Jackson resembles the original brand ambassador for the all-purpose cleaner in that he is bald, muscular and sports a gold loop in his left earlobe. Jackson differs from the original Mr. Clean, who was first depicted as a cartoon character 59 years ago, in that he is African-American.
The Cincinnati-based consumer goods company (NYSE: PG) said it reviewed hundreds of audition tapes following open casting calls in New York and Los Angeles as part of a marketing effort “to find someone who can be just as clean, fearless, helpful and tough on dirt” as Mr. Clean.
The contest launched in September was promoted on social media using #TheNextMrClean. Videos had to be posted on YouTube before entering, which means P&G generated a slew of free commercials for its Mr. Clean brand.
Now, Jackson “will help fill the legendary Mr.’s white shoes while he takes a much-deserved extended vacation,” P&G stated.
Jackson received $20,000, a year’s supply of Mr. Clean Magic Erasers and an all-expenses-paid trip to New York City, where he was featured in a 2017 limited edition Mr. Clean calendar.
An Atlanta native who works in sports marketing, managing events and emceeing, Jackson will also join Denver Broncos linebacker DeMarcus Ware in support of Mr. Clean as the P&G character makes his Super Bowl ad debut in Houston on Feb. 5. P&G will also air a commercial for its Febreze brand of air freshener during the Super Bowl. The cost of each 30-second spot is estimated to be $5 million.
Mr. Clean has been designated the official cleaner of Super Bowl LI, and “a sexy new Super Bowl commercial” featuring the character will premiere online on Jan. 27, according to P&G.
A teaser for the commercial includes the tag line: “This Super Bowl Mr. Clean gets dirty.” You can watch the teaser in the video player accompanying this article or by clicking here.
“It’s definitely a dream come true to become the next Mr. Clean,” Jackson said in a statement issued by P&G. “While it’s impossible to replace the iconic Mr., I’m excited for this opportunity to help people tackle the most seemingly impossible messes while he’s away ... and have some fun!”
Mr. Clean most recently appeared as a computer-generated image in a commercial that began airing in July, which featured a remix of the brand’s old jingle.
P&G is introducing a new generation of consumers to the all-purpose cleaner through television commercials featuring the jingle. Mr. Clean was first depicted 58 years ago as a cartoon character who looked on as a housewife cleaned a kitchen. The new ad shows him providing inspiration not only to women but also dads, babies, single guys and rock musicians – plus dogs and cats – in various rooms of homes.
After making his national debut in 1958, Mr. Clean became the top household cleaner in the United States in just six months, according to P&G. The jingle likely played an important role. The jingle was written in 1957 by Thomas Scott Cadden of the Chicago advertising firm Tatham-Laird & Kudner. After getting approval from P&G, the first commercial with the jingle aired the following year.
Jackson was selected as the next Mr. Clean based on his creative take on the iconic jingle, his strength, bald head and willingness to tackle any mess, P&G stated.
“Mr. Clean has been tough on grease and grime for 60 years, and we’re confident that Mike has what it takes,” said Kevin Wenzel, P&G’s associate brand director North America for the Surface Care division. “We had so many great entries in #TheNextMrClean contest and we are very thankful for everyone’s enthusiasm and participation.”
The search for #TheNextMrClean started on Sept. 7 after actor Kellan Lutz, who portrayed Emmet Cullen in five “Twilight” vampire movies (2008-12), starred in a P&G commercial that resembled an audition.